Matchesfashion, the British clothing retailer, has joined the much-talked about 15 per cent pledge.
The retailer thus becomes the first company in the UK to join Aurora James’ pledge that was launched early last year in the wake of Black Lives Matter protests across the US.
Following George Floyd’s death, Aurora James founded the pledge wherein she urged retailers to devote 15 per cent of their shelf space to products from black-owned businesses to align with the population of African-Americans in the US.
Also Read: Black-owned brands set to stand and succeed
Consequently, many fashion brands including the likes of Gap, Madewell, Macy’s and Bloomingdale’s have already joined the 15 per cent pledge.
Meanwhile, Matchesfashion has committed 15 per cent of its purchasing budget to brands owned by Blacks by 2026.
The retailer also, reportedly, added that it plans to increase the number of people of colour in its organisation to 15 per cent – and this will include freelancers as well.
Notably, Matchesfashion has also joined hands with the Black in Fashion Council to roll out diversity and inclusion initiatives.
Founded in 1987, Matchesfashion is known for its menswear and womenswear and operates online and via 3 stores.
